Pukka debuts plastic-free packaging for pie portfolio

Pukka has unveiled new plastic-free packaging for its range of hot pies, alongside a raft of recipe improvements.

Rolling out in the UK across its chilled single and sharing portfolio, Pukka’s new fully recyclable packs are made from cardboard. According to the brand, removing the plastic window will save 11.4 tonnes of plastic annually.

Pukka’s head of marketing, Rachel Cranston, said the new design aims to create an “orange beacon” on-shelf that people are familiar with.

“Our own research shows that the new look will attract even more shoppers to the hot pies fixture in-store and we’ve included a ‘coming soon’ teaser on packs to let people know the change is coming,” she said. 

The refresh is being backed by recipe upgrades highlighted on the front of packs. The all steak pie is now baked with 100% beef brisket and the minced beef and onion pie features more onions and a darker, richer gravy.

“We’ve been making and baking pies for over 55 years and continuously analyse customer feedback to give the people of Britain what they want,” said Cranston. “Pies continue to be a British mealtime favourite and we’re confident shoppers will enjoy tucking into our new and improved recipes.

“Coinciding with the recipe improvements is the second wave of our biggest ever award-winning multichannel campaign – The People’s Pie – which will be activated at the beginning of February across TV, digital, retail, food service, social and PR to reach mainstream shoppers nationwide.”